Centrepoint

The objective

Increasing iOS installation in a cost-effective manner

Centrepoint, a leading fashion destination in the Kingdom of Saudi Arabia (KSA) and part of the Landmark Group, positions itself as the ultimate fashion destination for the entire family. While Centrepoint enjoys a strong presence on Android, it aims to leverage the TikTok platform to enhance install volume on iOS devices, thus balancing distribution across both platforms.

Centrepoint wanted to increase the share of new customers acquired and revenue generated from TikTok advertising efforts while maintaining cost efficiency and improving their return on ad spend (ROAS). To achieve these goals, Centrepoint partnered with Assembly, a badged TikTok Agency Partner, to develop and implement an effective solution.

The solution

Implementing targeted solutions and a range of TikTok products

Centrepoint encountered several significant challenges in its advertising efforts. Their primary hurdle was balancing campaign scalability with cost efficiency. This task became even more daunting with the release of iOS 14 and the accompanying SKAdNetwork update, which obscured visibility into user installs and order activities. This lack of transparency made it increasingly difficult to gauge the effectiveness of their TikTok advertising campaigns on iOS devices. Compounding the issue was also the need to drive both incremental revenue growth and new customer acquisition, which required a robust mix of audience expansion and creative strategies to achieve substantial business growth.

To tackle these challenges, Centrepoint implemented several innovative solutions and leveraged TikTok's suite of products with the support of Assembly. They developed dedicated iOS 14 campaigns optimized specifically for app installs, tailoring ad creatives, bidding strategies, and audience targeting to effectively reach and acquire new customers on iOS devices. To ensure advertising spending was directed toward revenue-generating interactions, they utilized Value-Based Optimization (VBO) to focus on high-value actions such as in-app purchases. Additionally, to keep their campaigns fresh and engaging, they employed creative testing with customized TikTok Creative Exchange (TTCX) videos and implemented audience expansion strategies, such as Lookalike audiences, to broaden their reach.

To address the limited visibility caused by the iOS 14 SKAdNetwork update, Centrepoint extensively utilized TikTok's Video Shopping Ads and dedicated iOS 14 campaigns for app installs. This approach leveraged the popularity of video content to dynamically showcase products and mitigate visibility limitations. Additionally, Interactive Add-Ons, such as Product Cards, were incorporated into their creatives, allowing users to explore product details directly within the ad, which boosted engagement and click-through rates. Furthermore, the use of dynamic video templates enhanced the visual appeal of their ads, leading to higher engagement and more favorable responses. These strategic solutions and TikTok products enabled Centrepoint to effectively navigate their challenges, scale their campaigns, and drive growth on iOS.

The results

Delivering impressive results in iOS campaigns

These targeted and strategic solutions proved to be highly successful, leading to impressive results. Driven by targeted iOS campaigns, audience expansion, and creative testing, a 17% increase in spending resulted in 35% higher revenue for the first quarter of 2024.

The launch of dedicated iOS campaigns for app installs, coupled with diverse creative and audience strategies, led to a 6% reduction in cost per install, highlighting the enhanced performance and efficiency of their TikTok advertising efforts in acquiring new customers. Notably, value-based bidding and increased budgets significantly boosted the Average Order Value (AOV) on iOS, with AOV soaring by 88%, surpassing the initial goal of a 50% increase.

"The role of TikTok in driving revenue and in navigating the iOS space during such privacy centric times has been immensely helpful," said Mohammed Khizar, Assembly Global's Senior Performance Marketing Manger, MENA. "The scale and the incrementality effect combined has made the platform an integral part of Centrepoint's marketing mix."